With AI chatbot usage on the rise, more marketers are turning to Reddit as a means to better link into this emerging discovery process, and counter at least some of the declines in Search referral traffic.
Why?
Because as explained by Reddit:
“According to Bain & Co., more than 60% of AI searches now end without a click, meaning buyers get what they need without visiting a brand’s website. That’s creating real risk: declining traffic, shrinking visibility, and lost revenue. The solution isn’t more content, but rather, better presence. Brands must show up where buyers are researching and where AI models source their information. Increasingly, that place is Reddit.”
Indeed, Reddit is one of the most cited resources in AI chatbot responses, while Google Search is also now surfacing more Reddit results in its AI overviews and replies.
If you’re looking to maximize visibility in line with these emerging discovery trends, then Reddit should be a consideration. And in order to help on this front, Reddit recently partnered with HubSpot to publish a new guide on how B2B marketers can maximize Reddit to improve their performance.
You can download the full 16-page guide here (with email sign-up), but in this post, we’ll take a look at some of the key notes.
The report looks at how the B2B buying journey is evolving, and how AI tools are changing the path to purchase.
Based on this, the report explores how B2B marketers can tap into these trends to boost their presence, and meet buyers where they’re looking.
And as noted, Reddit is a key facilitator of AI responses.
The report also looks at how B2B buyers are increasingly turning to Reddit’s expert communities:
As well as which communities are driving the most interest:
There are also tips on how to use Reddit’s ad tools for maximum impact, and how you can incorporate data sources to find the right audiences in the app.
Some interesting notes, which could enhance your consideration of Reddit in your 2026 marketing plan.
You can download HubSpot’s full “B2B Marketers Guide to Reddit” here (with email sign-up).
